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NEW YORK A new agency is banking on hip-hop tie-ins and concert-tour promotions to help international advertisers leverage the Bollywood movie industry to gain a foothold in India’s huge consumer marketplace.
Cashmere Agency, a Los Angeles-based events and online marketing company, has set up shop in the country to facilitate a cross-cultural exchange for the entertainment community. Cashmere Asia is based in Mumbai. Karan Wadhera serves as managing director.
Its first project is with the new Bollywood film, Singh Is Kinng, that will hit movie theaters on Aug.
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